| EVENT REPORT 07.18.08 10:42 AM |
PRINT | SEND TO A FRIEND |
|
| Media Circus |
| To attract the swarm of international media types that descend on Los Angeles for E3, Microsoft had Welsh singer Duffy perform at its media briefing, and created a nearby lounge where visitors could unwind. |
|
Microsoft hosted a press briefing and series of post-conference events at this year’s E3 Media and Business Summit, which kept the invitation-only formula it adopted last year. But Microsoft ditched Barker Hanger and Santa Monica hotels as show venues—perhaps because of the widely reported trouble attendees experienced while traveling between spots—and returned to its previous location, the Los Angeles Convention Center. Zed Ink's Julia Zarro worked with Microsoft group manager of global events Mark Harper to attract media attendees to the technology company’s events.
Prior to the conference, which began on Monday and wrapped yesterday, Zed Ink targeted international and domestic media with multipurpose invitations attached to lanyards; the backs of invitations featured scannable barcodes that granted guests access to Microsoft’s press briefing, while a swiveling wheel on the front of each revealed useful information about local restaurants and hotels.
|
|
CONTINUED > |
|
|
PHOTO GALLERY |
 | Microsoft held its E3 press briefing in the west hall of the Los Angeles Convention Center.
Photo: Nadine Froger Photography |
|
|
 | Game demos played a key role in the presentation.
Photo: Nadine Froger Photography |
|
|
 | Welsh singer Duffy performed during the media presentation.
Photo: Nadine Froger Photography |
|
|
 | Lounge furniture sat on the media presentation stage.
Photo: Nadine Froger Photography |
|
|
 | The center screen played live game shots and demos, while the side screens presented still shots from games.
Photo: Nadine Froger Photography |
|
|
 | Shifting lighting color palettes complemented the alternating onscreen content.
Photo: Nadine Froger Photography |
|
|
 | Zed Ink brought in scaffolding to create the media presentation stage.
Photo: Nadine Froger Photography |
|
|
|
|
|
|
For Microsoft’s Monday press briefing for 1,200 guests, Zarro and her team set up bleachers in an amphitheater-like style within the convention center, as well as a stage for the presentation. On stage, Welsh singer Duffy performed—planners felt she had a global appeal suitable for the diverse audience—while a central high-definition screen and two 60- by 30-foot side screens showcased Xbox game demos and game still shots simultaneously.
Those who needed a break from the conference’s presentations could visit nearby Ciudad restaurant, which Zarro converted into an Xbox lounge. During the day, the space was used for interviews with Microsoft executives, or just as a place to relax, and at night it took on what Zarro called an “ultimate living room” feel with plasma screens depicting different Xbox games every night, shifting lighting patterns decorating the space, and music playing throughout the evening.
—Rosalba Curiel
RELATED TOPICS
Microsoft, Xbox, E3
MORE EVENT REPORT STORIES
With Help From Lexus, Cedars-Sinai Gala Breaks Fund-Raising Record
Hello Kitty's Anniversary Pop-Up Takes Over Japanese-Inspired Royal/T
Gen Art's Fresh Faces Opens Inaugural Rock Fashion Week L.A.
Microsoft Introduces Windows 7 With Cute Kid, Product Vignettes
This Is It Premiere Sprawls Over L.A. Live With Aerialists, LEDs, and Fans Galore
MORE STORIES ABOUT MICROSOFT
In the News: Live 8 Producer Joins World Cup, Microsoft Previews Products With First Open House
Microsoft's Rosalind Murphy Targets New Clients With Female-Focused Events
E3's Eye-Popping Exhibits Employ Lots of Video and LED Technology
MORE STORIES ABOUT XBOX
Guitar Hero Takes Over Best Buy Rooftop With Burning Man-Style Launch
MTV VMA Parties Embrace Vegas Style
| More Suppliers/Venues to Consider |
ADVERTISEMENT |
|
|
|
Amada Plaza
More >>
EMAIL THIS RESOURCE |
|
GLOW Design Group
Glow Design Group is a team of designers, artisans, and technicians who provide a wide range of services to the special event industry. From lighting, video, and scenic design to technical direction and production management, Glow’s multimedia approach allows them to design across traditional boundaries, integrating lighting video and scenic elements to create striking visual environments. More >>
EMAIL THIS RESOURCE |
|
Greenroom
Greenroom is a high-end furniture rental company that caters to the unique needs of the entertainment and special events industries. It specializes in backstage talent areas, event decor, and props. More >>
EMAIL THIS RESOURCE |
| |
|
|
|
|
|
|
|
